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Direct linkNedbalová, Eva; Greenacre, Luke; Schulz, John – Journal of Marketing for Higher Education, 2014
This paper uses the Economic Market mechanisms and the 4P Marketing Mix as lenses to review the context of UK higher education (HE) and to explore the relationship between the market and marketing disciplines and practice. Four Economic Market mechanisms--autonomy, competition, price and information--are contrasted with the four Ps of marketing:…
Descriptors: Foreign Countries, Higher Education, Student Recruitment, Marketing
